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Project: Under-Contribution to Consumer Product Review, Why? (Version 0.1)

Project: Under-Contribution to Consumer Product Review, Why? (Version 0.1). Youngsun Kwak Amanda Damiano Ji Hye Choi. Purpose of Study.

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Project: Under-Contribution to Consumer Product Review, Why? (Version 0.1)

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  1. Project: Under-Contribution to Consumer Product Review, Why? (Version 0.1) Youngsun Kwak Amanda Damiano JiHye Choi

  2. Purpose of Study This study aims to explore a behavior of abstaining active engagement in consumer product reviews, which also called ‘under-contribution.’ Unlike adoption of behavior, rejection of behavior has received less attention from scholars in context of individual online participation (contribution or behavioral engagement).

  3. Theoretical Framework This study is based on an integrating approach of a attitude – behavior theory and a motivation theory to capture potential factors (determinants) influencing the abstaining behavior (Under-contribution).

  4. Research Model Integration of SDT and TPB Less Competent Lack of Autonomy Weak Sense of Belongings Low Self-determined Motivations (Amotivation) Unwillingness to Contributing to CPR Under-Contribution to CPR Negative Attitude toward the Behavior Negative Subjective Norm (Social Influence) Negative Perceived Behavioral Control • Control Variables • Gender • Individual trait variables in relation to web voluntary participation such as e-mavenismor consumer innovativeness • Past behavior with  engagement in CPR • Media usage of social media such as Facebook or social media • Online Transaction Self-Efficacy Note for control variables. Personality Traits in relation to sharing information with others or contributing to information creation will be controlled.

  5. Measures In total 12 constructs are employed in the study, and some of them are constructed based on the pilot study – focus group interviews.

  6. Hypotheses LET’S GO

  7. Method • Online Survey: • Sample Size – at least 400 • Procedures: • Analysis Strategy: • Factor Analysis • SEM

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